E-Marketing Strategy [Hardcover]

Ian Chaston (Author)

2.0 out of 5 stars See all reviews (1 customer review)

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Product details

Hardcover: 328 pages
Publisher: McGraw-Hill Higher Education (1 Sep 2000)
Language English
ISBN-10: 007709753X
ISBN-13: 978-0077097530
Product Dimensions: 24.2 x 18.8 x 2 cm

Average Customer Review: 2.0 out of 5 stars See all reviews (1 customer review)

Amazon Bestsellers Rank: 1,198,787 in Books (See Top 100 in Books)

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Product Description

A concise, practical and contemporary introduction to the core concepts of E-Marketing Strategy, designed to provide students with an understanding of how e-marketers can use marketing management concepts to guide the effective operation of e-commerce strategies. This text examines the impact of e-commerce, e-buyer behaviour, positioning, competitive advantage and promotion on the web, and provides guidance on developing successful e-marketing plans. Pedagogically-enhanced throughout with illustrative examples, case studies and assessment material.

From the Publisher

Current European/UK cases and examples make this text unique in the market
Text contains open chapter learning objectives, key terms and definitions, URLs, cases, further reading/references and chapter summaries
Assessment material to test student's understanding, including end of chapter exercises
Extensive web resources on OLC featuring "Strategy Simulation" exercise for students, lecture guides/notes and PowerPoint slides for lecturers
Cases on the web will be regularly updated to reflect the rapid development of e-business

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Most Helpful Customer Reviews

this is one book on emarketing strategy that fails to sizzle 4 April 2004

By ARC TRAINING

Having utilised many marketing publications over the years, I found this book made particularly heavy work of a subject matter which is fun and enjoyable in nature, due to its focus on innovation. Rather like an overcrowded, all signing and dancing website; un-necessary case studies, icons, and boxed text littered pages and complicated practical application. I did find the comments on p 136 about Enron's successes rather ironic - and realised how out of touch readers will find this inclusion.

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